2019-2020 SALES & MARKETING PLAN - Lee County Visitor ...
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2019-2020 SALES & MARKETING PLAN
TABLE OF
Contents WE ARE STRATEGIC
Strategic Plan..................27
WE ARE FOCUSED
WE ARE MAKING
A SPLASH
Public Relations...........57
VCB INTRODUCTION Marketing.........................31
Message from Core Objectives WE ARE HELPFUL
Executive Director.................4
& Tactics...........................33 Visitor Services............61
Mission....................................5
Media Mix.........................34
Vision.......................................6
Seasonality/Flighting.....36 WE ARE FRIENDLY
Channel Mix.....................37 Guest First....................63
WE ARE GO-GETTERS New Tactics......................38
Performance Snapshot..........8
Audiences & Personas....40 WE ARE DRIVEN
Red Tide Recovery Efforts....11
FY 2019-20 Targets.....65
Accolades & Awards..............17
WE ARE MOVERS
Channel Performance..........18
& SHAKERS WE ARE COLLABORATIVE
Sales..................................45 Staff Directory &
WE ARE INNOVATIVE Domestic Traveler..........46 International Contractors....68
Travel Marketing Trends.....24
International...................48
Group................................52
Sports Development.......54
DEAR INDUSTRY PARTNERS,
I am pleased to present our 2019-2020 Sales & Marketing Plan alongside your dedicated
and passionate team at the Lee County Visitor & Convention Bureau.
We are much more than a destination. We are the people our visitors see every day. We are
welcoming, innovative, focused and strategic. We are helpful, driven and friendly.
Most importantly, we are better when we work together with you, our brand ambassadors.
Your VCB looks forward to our continued partnership as we make this year the best one yet.
We recognize that our community still faces challenges surrounding water quality issues.
WE ARE
However, we also have a lot to celebrate. Some exciting news for 2020 is that we have several
hotel development plans in the pipeline. One of the biggest projects includes the Luminary in
downtown Fort Myers, which means we’ll have our work cut out for us—in a good way! We have
Welcoming
surpassed 900 graduates through our Guests First program who have earned the Certified Guest
Service Professional (CGSP) designation. This speaks volumes about our ongoing commitment to
being the most visitor-friendly destination on the planet.
Although partners report strong advance bookings for winter (great news!), we will continue to
build shoulder and off-season visitation. We are focused on implementing only the best and most
effective marketing strategies that yield returns on every dollar invested.
Our vision is for tourism to be a vibrant component of Lee County’s
economy for the benefit of current and future generations. WAfter all,
we are one tourism family, and together we can meet any challenge.
Warm Regards,
Tamara Pigott
Executive Director
4 4
To serve the broader social
and economic interests of
Our
Lee County by marketing
the destination, facilitating
Mission
travel to the area, and
showcasing its unique
attributes for the continual
benefit of residents and the
travel and tourism industry.
5 5
To continue
Our
to build Lee County’s
reputation as
Vision
one of the most naturally
beautiful and sought-after
tourism destinations in
the world.
6 6
WE ARE Go-Getters
PERFORMANCE SNAPSHOT
Visitation and Spending
Visitation Expenditures
$3,139,930,797
3,893,251
$2,663,696,764
2,882,320
795,323
524,659
444,394
267,229
FY2017–18 FYTD2018–19 FY2017–18 FYTD2018–19
(Oct - Sept) (Oct - June) (Oct - Sept) (Oct - June)
Out-Of-State International In-State
Visitation Visitation Visitation
Source: Davidson Peterson & Associates and Downs & St. Germain
8 8
PERFORMANCE SNAPSHOT
Southwest Florida
International Airport (RSW)
Bed Tax Passenger Arrivals
$42,110,223
$41,114,633
4,943,615
4,594,287
FY2017–18 FYTD2018-19 FY2017–18 FYTD2018–19
(Oct - Sept) (Through August 2019)
UP 7.6% YOY
1.2% YOY
/
PACING UP
/
Source: Lee County Clerk of Courts Source: Lee County Port Authority Department of Communication and Marketing
9 9
PERFORMANCE SNAPSHOT
Lodging Performance
Occupancy % ADR RevPAR
$164.82
70.6% $164.41
69.4%
$116.26
$114.51
FY2017–18 FY2018–19 FY2017–18 FY2018–19 FY2017–18 FY2018–19
DOWN 1.21% YOY UP 0.25% YOY DOWN 1.49% YOY
/
/
Source: STR Data
/
10 10RED TIDE Recovery Efforts
RED TIDE Recovery Efforts
Campaign Overview
In 2018, Southwest Florida’s coastlines had the most intense red tide outbreak in
nearly half a century. Images of contaminated water and dead sea life went viral
across mainstream media, generating billions of negative impressions.
The governor declared a state of emergency in August 2018. The number of
visitors to The Beaches of Fort Myers & Sanibel decreased significantly, taking a
major toll on the tourism industry.
To offset plummeting visitation figures and attract new and past travelers to
the destination, we implemented an integrated marketing campaign with
three goals:
• Convey that water conditions in the county had returned to their
beautiful, normal state
• Notify travelers that they were welcome and encouraged to visit
• Encourage residents to support their local businesses
Campaign elements included paid media planning and placement, public
relations outreach, and social media advertising. Communication to locals
included social media advertising, local print and radio placements, and email
marketing efforts.
12 12RED TIDE Recovery Efforts
Campaign Overview
For visitors, a tiered paid-media approach was used, which
encompassed programmatic-dynamic display, native content,
paid emails, digital broadcast extensions and linear TV. The
programmatic ads featured real-time user-generated content
(UGC) images of beach conditions. Native and email featured
destination activities while TV and broadcast extensions used the
“Sea for yourself” copy.
Public relations outreach and crisis communication efforts were
implemented both during and post-red tide outbreak. These
efforts included:
• Media mission in New York City connecting us
with more than 100 journalists
• Satellite media tour (SMT) – TV and radio in
15-minute increments for three hours – aimed
at primary markets
• Brand partnership with Vineyard Vines
• Press trips to the destination so journalists could verify
that the beaches were back to their normal, gorgeous state
13 13RED TIDE Recovery Efforts
Campaign Overview Continued
To date, our overall efforts have garnered over 1 billion media impressions in
over 500 media placements. As a result of the media mission, a 30-minute
episode of “Raw Travel” was filmed in destination and has already aired in
more than 170 domestic markets. The SMT garnered 297 broadcast airings,
generating over 5 million positive media impressions in our key markets
including New York, Chicago, Atlanta, Philadelphia, Hartford, Nashville,
Cleveland-Akron and more.
When Vineyard Vines launched its spring line, it promoted the destination
in its e-newsletter twice (over 1 million subscribers) and in an Instagram
post (1 million followers). Our immediate press push for feature stories
was extremely fruitful with 16 writers traveling over three months with
assignments in The Boston Globe, Outside, Family Traveller, Travel Weekly,
Travel Pulse, National Geographic Traveler, Coastal Living, Forbes, Fodor’s
Travel and others.
14 14RED TIDE Recovery Efforts
Campaign Overview Continued
We applied for – and received – grant funds from VISIT FLORIDA that were used
in a successful mobile-first New York Times social and digital campaign, as well
as a Google DMO partnership program to assess and replace assets.
#OneLee was the home-grown advocacy component to encourage support of
the local economy. It included ads in local print publications, radio, paid social, a
landing page on The Beaches of Fort Myers & Sanibel website, and eCRM efforts.
We created custom ads for local print publications and radio, geo-targeted social
advertising, and an email template for partners to send to their proprietary
databases encouraging support of their respective businesses.
15 15RED TIDE Recovery Results WEB TRAFFIC AND DESTINATION VISITATION
Partner websites:
• Direct Inquiries: 25% increase from October (15,374) to December (19,256)
• Only includes partners who allowed us to tag their site
• Inquiries are view-throughs to partner sites after being exposed
TIER 1 PAID MEDIA TIER 2 PAID MEDIA
to any placed/tracked media
Sojern, Digilant, Expedia: Native (TripleLift):
• Impressions: 23,118,974 • Inquiries: 663,936 Overall YoY Site Traffic: 47.84% increase from 10/29/18–12/31/19
• Inquiries: 560,191 Email (e-Target):
Sojern: PR
• Emails Delivered: 2,500,000
• Flight Searches: 108,536 • Open Rate: 20.6% at 514,378 Overall, PR efforts to date have garnered more than 1 billion media impressions in
• Hotel Searches: 136,679 over 500 media placements as a result of ongoing coverage from media relations efforts.
opens (vs. 10–15% benchmark)
• Return on Ad Spend: $167.27 : $1
PAID SOCIAL
• Landing page views: 25,503
• Impressions: 1,247,059
TIER 3 PAID MEDIA • Cost per page view: $0.50 (vs. $1 benchmark)
Digital Broadcast Extension (Teads): • Engagements: 51,181
• Completed Video Views: 1,144,206 (36% vs. 12% benchmark)
• Inquiries: 1,146,262 #ONELEE
:30 TV (Boston, Cincinnati, Cleveland, Columbus, Detroit, Indianapolis, • Print Gross Impressions: 718,012
Milwaukee, Minneapolis, St. Louis):
• Radio Gross Impressions: 913,800 + added value
• Impressions: 11,595,777 • Paid Social Impressions: 243,831
• #OneLee landing page views: 6,361
• Additionally, the #OneLee campaign efforts contributed to
a 23-percent increase in attendance at The Island Hopper
Songerwriter Fest in September of 2018.
16 16ACCOLADES & AWARDS
Performance Highlights Awards
MEDIA HSMAI ADRIAN AWARDS
More than $3M negotiated in paid media added value (2018 CAMPAIGNS, AWARDED FEBRUARY 2019)
Exceeded cost per thousand goal of $15 at an efficient $10.45
GOLD
SOCIAL Facebook Mobile Video
Social media content generated a 30% YOY increase in traffic to fortmyers-sanibel.com National Seashell Day w/ Guinness World Records
Executed five social media sweepstakes, contests, giveaways, etc. that garnered 184,759 unique entries collectively Summer Campaign Radio
Partnered with 15 influencers, hosted nine in destination, to garner 6.4M impressions
SILVER
ECRM Wedding Niche Campaign
Launched new Vacation Date Reminder email series Following the Fictional Footsteps of Doc Ford on Two Islands
Exceeded click-to-open rate targets for website leads, reader service leads and digital lead generation leads in Old Florida - feature in Lexington Herald-Leader (print w/ online syndication)
BRONZE
PUBLIC RELATIONS
Website Personalization - Marketing Technology
Garnered 3,275,669,884 media impressions, including 74 top-tier editorial placements to-date,
including New York, Boston, Atlanta, and more
Hosted 27 journalists across eight group and individual media FAMS, from publications including National
Geographic, Forbes, Fodor’s Travel, Travel Weekly, Atlanta Journal-Constitution, and more ETSY AWARDS
Hosted NYC Tap Takeover Media Event in partnership with Travel Massive & Fort Myers Brewing Co., Best Use of Video
and secured 60+ attendees including media, influencers and other travel industry professionals
ACCOLADES
Condé Nast Traveler 2019 Readers’ Choice Awards, Top 30 Resorts in USA/Florida VISIT FLORIDA FLAGLER AWARDS
The 20 Best Beaches in Florida - Fodor’s Travel (2018 CAMPAIGNS, FINALISTS IN THE FOLLOWING CATEGORIES:)
The 50 Best Vacations for Kids in the U.S. - PureWow
The 15 Best Beaches in Florida - Condé Nast Traveler Direct Marketing, Vacation Reminder Email series
The Most Beautiful Seaside Towns in America - Reader’s Digest Mobile Marketing, Island Hopper Songwriter Festival app
Florida’s Best Beaches for a Relaxing, Sandy Getaway - Departures Out-of-Home, Winter Direct Flights Campaign
Print Advertising, Meetings Campaign
SALES Radio Advertising, Beach Babble
Group RFP room nights sourced increased 29% Special Event, Guiness World Records - National Seashell Day
Contracted group meeting room nights increased 9% Television Advertising, NCAA Basketball Tip-Off
Resource/Promotional Material-Consumer, Brew Trail Map
17 17CHANNEL PERFORMANCE
FY2018–19 Targets Source FY2018–19 Results
OVERARCHING
Bed Tax FY through August 2019:
Bed Tax Increase bed tax receipts by 1% over final FY2018 collections. Audited Returns $41,114,633
up 1.2% YoY
Out-of-State Domestic Visitation Grow out-of-state visitation in paid accommodations by 2% over final FY2018 visitor count Visitor Intercept Survey
In-State Visitation Maintain in-state visitation in paid accommodations Visitor Intercept Survey
Full FY data
International Visitation Increase international visitation in paid accommodations by 4% over final FY2018 Visitor Intercept Survey
available until 11/14
Length of Stay Maintain length of stay Visitor Intercept Survey
Visitor Recall 35% or higher recall of destination advertising Visitor Intercept Survey
PAID MEDIA
Impressions 710,000,000 Ad Services 929,464,717
Total Inquiries 25,000,000 Google Analytics/DoubleClick 53,318,396
Google Analytics/SW Direct/Exact Target/VCB/
Total Leads 300,000 DigiMag 111,317
CPM $15 Contracts $10.70
Added-Value Placements Negotiate $2,000,000 in added-value placements Contracts $3,042,551
SOCIAL MEDIA
Facebook Followers Increase Facebook followers by 50,000 Facebook 47,353
Twitter Followers Increase Twitter followers by 3,000 Twitter 3,859
Instagram Followers Increase Instagram followers by 10,500 Instagram 13,275
Website Referrals 200,000 referrals to the website Google Analytics 242,604
Total Social Media Engagements 2.5 million engagements Facebook, Twitter, Instagram 3,969,318
Total Social Impressions 110 million impressions Facebook, Twitter 123,951,593
18 18CHANNEL PERFORMANCE
FY2018–19 Targets Source FY2018–19 Results
WEBSITE
Average Pages/Visit Average 2.5 pages viewed per use. This takes into account general and promotional traffic Google Analytics 2
Guidebook Conversions 1.2% of total website visitors request or view guidebook Google Analytics 1.60%
eNews Sign-Ups Capture 25,000 email opt-ins Google Analytics 39,714
Average Visit Duration Average time spent on site 2:00 Google Analytics 1:28
Lodging Partner Referrals Maintain 22% of visits to include a referral to a partner site Google Analytics 27%
ECRM
Website Leads
Unique Open Rate Maintain a 22% open rate ExactTarget/Google Analytics 21%
Click-to-Open Increase click-to-open rate to 24% ExactTarget/Google Analytics 26%
Reader Service Leads
Unique Open Rate Obtain open rate of 15% ExactTarget/Google Analytics 16%
Click-to-Open Obtain a click-to-open rate of 19% ExactTarget/Google Analytics 28%
Digital Lead Generation Leads
Unique Open Rate Obtain open rate of 10% ExactTarget/Google Analytics 11%
Click-to-Open Obtain click-to-open rate of 18% ExactTarget/Google Analytics 23%
All Leads
Partner Referrals 27,500 ExactTarget/Google Analytics 19,382
Guidebook Requests 3,300 ExactTarget/Google Analytics 3,134
PRODUCT DEVELOPMENT
Event Development Maintain event room night count, increase media impressions 5% Events/Venues 12% increase in room nights overall
2% increase in applicants; 18% increase in attraction
Attractions Marketing Maintain number of attraction marketing applicants, increase visitation & impressions by 5% Applications
visitation; 12% increase in impressions
19 19CHANNEL PERFORMANCE
FY2018–19 Targets Source FY2018–19 Results
INDUSTRY RELATIONS
Guests First Training 1,755 participants (+5%) and 158 CGSPs (+10%) VCB Count 1,829 (+9.5%)
Guests First Training 96 sessions (+5%) VCB Count 112 sessions up (+23%)
Team Tourism Events Host a minimum of five events VCB Count Hosted six Team Tourism partner events
Award Recognition Encourage 700 E Awards nominations VCB Count Recognition program successfully executed
135 volunteer Tourism Ambassadors and 1 student intern
Continue to nurture and grow a team of over 135 well-trained directly assisted over 194,000 visitors arriving at the
Tourism Ambassadors VCB Count
volunteer Tourism Ambassadors to assist visitors Southwest Florida International Airport via our five Visit
Florida Certified Visitor Information Centers
MEDIA RELATIONS
Media Impressions Reach 3.2 billion global media impressions Vocus and any other monitoring services 3,275,669,884
Increase the amount of global group and
Group and Individual Media FAMS VCB Count 91
individual FAM tours to 120
Media Interviews/Desksides (media tours,
Increase the number of global media engagements (media tours,
phone or email interviews, events outside VCB Count 154
phone or email interviews, events outside of destination) to 350
of destination)
Increase domestic tier 1 editorial coverage
Top-Tier Editorial Coverage (NEW) VCB Count 74
(according to VCB guidelines) by 10%
NJF - 154 (AFAR, Philadelphia Media Meetings, NYC Travel
SALES – DOMESTIC & INTERNATIONAL
Meeting/Conference Conversion Increase room nights from leads generated by VCB to 233,500 (+5%) Simpleview 286,352 (+29% growth), 123% of target attained
Meeting Leads Grow room nights contracted to 44,431 (+3%) Simpleview 46,807 (+9% growth),
Massive, 105%NYYTT)
IMM, of target attained
FAM Trips Host 125 domestic and international travel professionals VCB Count 207 travel professionals, 166% of target attained
Client Events Conduct a minimum of 30 domestic and internatioanal client events VCB Count 44 client events, 147% of target attained
NJF - 74
Wedding Leads Increase leads generated by VCB to 246 (+5%) Simpleview 211 leads, 86% of target attained
20 20CHANNEL PERFORMANCE
Insights and Learnings
Media Social
• Shifted focus from lead-generating efforts such as seasonal sweepstakes to high-impact, • Adjusted content focus by channel to ensure content is appealing to different age
integrated packages and content in order to reach prospects in a contextually relevant demos and to gain additional share of voice across major social media platforms.
environment and drive higher intent and, ultimately, bookings. Moving away from sweeps Shifting strategy led to new efforts for Island Hopper Songwriter Fest. The new
entries as qualified leads and focusing more on tactics proven to drive brand engagement content specific to each channel magnified our reach and generated increased
and create brand loyalty allowed for a 112% increase in inquiries YOY. YOY performance.
• Negotiated over $3 million in added value media exceeding the goal of $2 million by 52%. • Put a greater emphasis on trends per channel to ensure we’re reaching our target
With a greater emphasis on integrated packages and high-impact media, it allowed for audiences on the channels followers are engaged with. This insight led to our Shore
consolidation of efforts, both digital and traditional, across premium publishers. This shift The Love campaign, which produced our strongest results for the year including over
also helped drive down the CPM to $10.70, out-performing the goal of $15. 3.5M impressions, 9,000 new email leads, and 230k engagements in the span of a
month-long period.
Web
• In comparing personalized to non-personalized sessions, pages per session were improved
22.91%, time on site was improved 76.9% and bounce rate was reduced 18.7%.
• Given the increased engagement with the website, partner referrals in personalized sessions
improved by 104.3%. We also added quarterly featured partner offers starting in Q2 2019
that continue to be well received by users. We are testing additional placements for offers
throughout the website.
• We refreshed a series of creative assets including assets used to promote the Visitor Guide.
Where September 2018 was the lowest of nine months for Visitor Guide requests, September
2019 was the third highest month for requests.
21 21CHANNEL PERFORMANCE
Insights and Learnings
ECRM
• Expanded upon content personalization based on trip timing with our Vacation Date
emails. Providing the inspirational and informational content with relevant timeliness
helped increase engagement with the series, thus keeping our engagement across all of
our emails consistent.
• Continued to optimize ongoing email campaigns by leveraging Terminal audiences
and targeting subscribers with personalized email content. Over time, subscribers will
be more engaged with our campaigns.
PR
• Focused on securing coverage in a mix of top tier national and key regional media
outlets such as The Washington Post, Atlanta Journal Constitution, Boston Magazine,
Boston Globe, Reader’s Digest, Washington Life magazine, USA Today, Lonely Planet,
Coastal Living, Travel Channel and Fodor’s Travel. This was accomplished through
a mix of proactive pitching, media missions and events in key markets, and hosting
media on trips in the destination.
• Secured broadcast coverage for full-length episode features such as Raw Travel,
resulting in exposure to 835,000 live viewers. Additionally, pitched short-term leads
for programs including the TODAY Show, leading to over 2,235,612 impressions across
target markets including Cleveland Ohio, Washington D.C., and Austin, Texas.
22 22WE ARE Innovative
TRAVEL MARKETING TRENDS
Traveler Sentiment
According to the third-quarter results published in MMGY Global’s travelhorizons™ report, a THE PRIMARY ELEMENTS DRIVING UP FUTURE TRAVEL
study that indicates future travel spending and intentions, positive perceptions about travel
are back up after displaying a slight dip last year. The Travel Sentiment Index (TSI), a combined
INTENTIONS ARE FEWER FINANCIAL WORRIES OR TIME
measure of six travel intent and perception scores indexed against 2007 data, sits at 116. This is RESTRAINTS
up six points from the same report in 2018.
Compared to the third quarter of 2018, all TSI variables displayed increases, with the largest
being perceived afford ability of travel (170), up 10 points, followed by time available for
More than seven in 10 respondents
73% 73% traveled for leisure in the past 12
travel (113), up eight points.
70% months – up significantly from those
One quarter of U.S. adults 24% plan to take more vacations during the next six months
who reported having done so in the third
compared to the same six months last year while 14% plan to take fewer, resulting in a net
quarter of 2018 70%.
2018 2019 80% 10 point positive difference in travel intentions. An analysis of U.S. adults in 2018 displayed
only a 5 point positive difference in travel intentions.
UP 3% YOY 75% Eight in 10 Millennials 80% and three
quarters of Gen Xers 75% took at least
Among U.S. adults who indicated they planned to take more vacations, four in 10 are doing
one leisure trip during the past 12
so because they have time to travel 40%, they need to relax 38% or need to reconnect with
months. Significantly more Millennials
2018 2019 family/friends 38%. Significantly fewer U.S. adults indicate a high level of credit card debt is
reported taking a vacation compared to
88% UP 5% YOY those who did so last year 75%.
affecting their likelihood to travel than indicated so last year (down from 37% to 33%).
86%
Households 88% whose annual incomes
were over $100,000 traveled for leisure
compared to 86% in third quarter 2018.
2018 2019
UP 2% YOY
Source: MMGY Global, travelhorizons™, Wave III 2019
24 24TRAVEL MARKETING TRENDS
Traveler Sentiment
During the Next 6 Months Overall American traveler sentiment is up and the same can be said
for those with a stated interest in visiting The Beaches of Fort Myers
By Generation & Sanibel. In the primary national travelhorizons™ study from the
third quarter of 2019, 35% of American travelers indicate an interest in
visiting The Beaches of Fort Myers & Sanibel. This is up significantly
68
from 25% in 2018.
62 62 63
56 55 55 55
35%
52 51 of American travelers
indicate an interest in
visiting the destination.
Of this 35%, 47% fall into the Millennial generation and 38% into Gen
X. Generations aside, nearly half (49%) of traveler households earning
$150,000 or more are interested in visiting within the next year.
half
of households earning
Millennials Gen X Young Boomers Old Boomers Mature $150,000 or more are
interested in visiting.
2018 2019
Source: MMGY Global, travelhorizons™, Wave III 2019
25 25Three quarters of those interested in visiting The Beaches of Fort Myers
& Sanibel (76%) are planning to take at least one vacation during the
4 in 10
next six months – significantly more than U.S. adults (61%). They also
plan to take more vacations on average (3.3) than U.S. adults (2.5).
Four in ten of those interested in visiting The Beaches of Fort Myers and
Sanibel (40%) plan to take more vacations while 13% plan to take fewer –
resulting in a net 27-point positive difference in travel intentions.
More than four in ten of those interested in visiting The Beaches of Fort PLAN TO TAKE
MORE VACATIONS
Myers and Sanibel (43%) plan to spend more on vacation while 13% plan
to spend less – resulting in a net 30-point positive difference in travel
spending intentions.
Source: MMGY Global, travelhorizons™, Wave III 2019
26 26WE ARE Strategic
2017-2020 STRATEGIC PLAN
CRITICAL MEASURES OF SUCCESS
• Grow year-round occupancy by 5%
• Grow RevPar by 15%
• Increase annual visitor spending
to $3.35 billion
Source: Our Shared Vision of Tourism, 2017-2020 Lee County VCB Strategic Plan
28 28Entering 2017, the VCB embarked on creating a
refreshed and holistic three-year strategic plan
for delivering on our mission, vision and ongoing
destination marketing objectives. Within this plan,
there are four imperatives.
1. Build the tourism pipeline
2. Employ “always on” marketing
3. Promote our natural assets
4. Help our community spread our tourism story
Source: Our Shared Vision of Tourism, 2017-2020 Lee County VCB Strategic Plan
29 29WE ARE Focused
MARKETING
Media Trends / Landscape
Many Sources of Inspiration
There is a sea change underway in how media is consumed and distributed in our evolving world.
While high-inspiration broadcast and traditional print venues still play an important role in
destination marketing, new digital platforms continue to provide opportunities to target travelers in
customized and more personal ways.
Integrated Media
Media usage is simultaneous. Travelers are frenetic in their decision-making and use numerous
sources when planning travel. Traditional media opportunities are best layered into surround sound
360-degree campaigns to increase scale and achieve fully integrated programs inclusive of print,
digital, social and PR extensions.
Digital TV
The ways in which we can reach a consumer via TV in today’s landscape are far greater than linear
TV. eMarketer estimates 190 million people in the U.S. will use connected TVs at least once per
month in 2019, equating to nearly 57% of the general population. Advertisers now have the option to
buy via a variety of advanced TV formats, most notably connected, over-the-top and addressable TV.
We can now mirror TV targeting online. Third-party data and contextual targeting can be layered
strategically to reach viewers in the right mindset at the right time. The shift in strategy has enabled
us to move beyond standard TV demographics to target key audience attributes, makes us smarter
in how we reach our key audiences.
Source: Our Shared Vision of Tourism, 2017-2020 Lee County VCB Strategic Plan
31 31MARKETING
Media Trends / Landscape
Programmatic Cross-Device
Programmatic is no longer just a buzzword; it is the idea of buying media based on a
foundation of data-informed decisions. Across all channels, data is the future of how media
will be bought. And this influence is not slowing down. Targeting is inclusive of first-party
and third-party data used to create behavioral, contextual and geographic profiles. We
know that using multiple devices to research and book travel is now becoming an inherent
behavior among travelers.
Custom Content & Native
Consumers are 12 times more likely to prefer a native ad versus standard display, according
to MediaPost. While a mix of both is important for reach, native is an important part of
the media mix to expand the voice of the destination through trusted publisher partners.
Content partners distribute both editorial-style and in-page information to hit target
audiences in an authentic way across devices.
Source: Our Shared Vision of Tourism, 2017-2020 Lee County VCB Strategic Plan
32 32MARKETING
Core Objectives & Tactics
for Fiscal Year 19-20
Actionable data continues to drive our marketing investments. By
leveraging a wide and intentional array of data sources, we’re able
to make informed decisions that yield efficient performance and
measurable results.
THE CORE PILLARS OF OUR FY 2019-2020 PLAN
• Intentionally align each media plan component with
organizational objectives and larger account strategy
• Gain efficiencies with Publisher Groups to maximize investment
and strategic campaigns running across channels
• Expand addressable media approach to include new partners,
placements and targeting tactics
• Utilize new video and content platforms to deploy brand
messaging in high-indexing, premium environment
• Identify new co-op opportunities to support consumer
and group brand messaging
33 33MARKETING
Media Mix
KEY DOMESTIC MARKETS OUT-OF-STATE: OUT-OF-STATE:
OUT-OF-STATE: SEASONAL PACIFIC
• Balance out-of-state and MARKET TIER CORE DRIVE MARKETS
OPPORTUNITY OPPORTUNITY
in-state spending
• Determine impression and Boston
Kansas City
investment market WINTER Chicago Nashville
caps to eliminate waste and Cincinnati Philadelphia
maximize ROI Cleveland
• Select market-level media mix Columbus Charlotte
based on medium efficiency Denver Dallas
Houston
SPRING Detroit Kansas City
Nashville
Grand Rapids
Philadelphia Statewide
Hartford
Tampa
Indianapolis Charlotte Los Angeles
Dallas Orlando
Louisville San Francisco
Houston Miami
SUMMER Milwaukee Kansas City Seattle
Minneapolis Nashville Atlanta
Philadelphia
New York
Pittsburg
Charlotte
St. Louis
FALL Kansas City
Washington, DC Nashville
Philadelphia
34 34MARKETING
Media Mix
KEY INTERNATIONAL
MARKETS MARKETS OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG
• Expand consumer-facing presence
Canada
in key international markets
• Canada Germany
• Germany
• Scandinavia
Latin American
• UK/Ireland Scandinavia
• Latin America
UK/Ireland
• Align market-level initiatives with
consumer searching and booking
behaviors and key conversion
windows
35 35MARKETING
Sample Flighting: Summer
BUDGETS PER MARKET 69 DAYS AVERAGE SEARCH-TO-ARRIVAL WINDOW
• Determine impression and
investment market caps to
eliminate waste and maximize ROI FEB MARCH APRIL MAY JUNE JULY AUG
• Select market-level media
mix based on medium efficiency Travel Period
Trip-Planning Window
Trip-Planning Media Flighting
Prospecting
Intent
Conversion
36 36MARKETING
Channel Mix
PROSPECTING
65% Owned: PR, activations, organic social
Paid: Addressable media, integrated print, digital TV,
OOH, high-impact video and display
INTENT
17% Owned: Organic social, ECRM, web personalization
Paid: Display, video, native, mobile, endemic, paid social
CONVERSION
18% Owned: ECRM, web personalization
Paid: Display, search, endemic, paid social,
lead generation
37 37MARKETING
New Tactics
ADVANCED TV
• Maximize reach and frequency by leveraging ATV
price efficiencies to expand flighting beyond linear windows
• Utilize evolving technology and digital extensions
to add additional touch points and drive to site
• Test new emerging platforms
MOBILE
Leverage moments-based technology to reach consumers when they are most receptive to
messaging, whether while planning travel or actively visiting the destination
Trip planning applications
• Use location and audience data to pinpoint various out-of-market segments
• Customize targeting and messaging (example: lunch/dinner time of day
targeting with food/restaurant shots)
• Geofence relevant events
• Maximize efficiencies and reach through high-impact, integrated partnerships with In-market applications
premium publishers • Use current location/previous location data to identify travelers
• Evaluate opportunities in consideration of overarching strategy, data resources (MRI, • Drive incremental economic impact by promoting in-market activities and
attractions to identified visiting devices
comScore, etc.), publisher editorial review and overall media distribution methods and scale
• Opportunity to include co-op and push points of interest and events
• Align campaigns with seasonal need periods and specific initiatives with appropriate media
flighting windows
38 38MARKETING
PAID SOCIAL GROUP MEDIA
• COLD WEATHER MESSAGING • Maintain presence with proven performers while testing new platforms,
Encourage visitation in cold weather markets through timely social ad placement types and targeting strategies
placements • Deploy full-funnel messaging to generate awareness of Lee County’s
evolving offerings while also gathering qualified meeting planner, travel
agent and bridal leads
• TV INTEGRATION
• Broaden reach with e-learning platforms, webinars, expos and social media
Geo-target key feeder markets and match targeting to TV programming interests
platforms to generate leads
included in broadcast buy
INTERNATIONAL
• OUT-OF-HOME GEO-FENCING • Focus on consumer-direct initiatives to generate trackable conversions
Geo-fence OOH placements within a 5-mile radius to extend consideration and • Align market-level initiatives with consumer searching and booking
increase brand awareness behaviors and key conversion windows
• Maintain presence in Brand USA affinity and originals programming;
leverage proven performers for international reach uplifted by Brand USA
• VIDEO
contribution
Continued investment in video-first content efforts in 2019-20, including
IGTV promotion • Test vacation rental targeting
• GERMAN FACEBOOK PAGE
Drive increased website visitation and awareness of the destination to the
German market, allowing The Beaches of Fort Myers & Sanibel to increase global
reach across owned social media
39 39TARGET PERSONAS
Williams R. Able Going for It Free Birds
Active, Affluent Families Active, No Kids Active, Empty Nesters
Cooperative Decision-Makers Primarily Male Decision-Makers Primarily Female Decision-Makers
Between 30 and 51 Average age: 47 Between 55 and 65
$125K+ HHI $75K+ HHI $100K+ HHI
16% Hispanic 28% Non-Caucasian 43% Grandparents
50% Married 61% Unmarried 76% Married
86% Full-Time Employed 71% Full-Time Employed 41% Part-Timers or Retired
52% Graduate School Degrees 33% Graduate School Degrees 42% Graduate School Degrees
Source: MMGY Global’s 2017–2018 Portrait of American Travelers®, travelers interested in visiting Fort Myers/Sanibel Island in the next 12 months; MMGY Terminal Audience Modeling, 2019.
40 40MARKETING
Audience Profiles
Paddles @ Play Together & Traveling Seafoodies
(Includes all personas) (Includes all personas) (Includes all personas)
Destination Passion Points: Destination Passion Points: Destination Passion Points:
• Kayaking the Great Calusa Blueway at locations, • Married couples traveling without • Seeks unique dining experiences and
such as Lovers Key State Park, Mound Key, Buck children who are looking to get away one-of-a-kind cuisine as a focal point
Key and Pine Island of their vacation
• Interests include exploring area beaches,
• Visiting J.N. “Ding” Darling National Wildlife swimming, sunbathing, golf, shopping, • Consumes culinary-specific content
Refuge for nature hikes, paddleboarding, kayaking historical attractions and dining such as books, magazines, etc
and wildlife viewing
• njoying the laid-back atmosphere of the
E
• oating and island hopping throughout the
B destination, feeling at peace with the charm
destination, exploring our more of authentic Florida
than 100 barrier islands
Source: MMGY Global’s 2017–2018 Portrait of American Travelers®, travelers interested in visiting Fort Myers/Sanibel Island in the next 12 months; MMGY Terminal Audience Modeling, 2019.
41 41MARKETING
Audience Profiles
Theme Park Survivors Snap Happy Fido In Tow
(Subset of Williams R. Able persona) (Includes all personas) (Includes all personas)
Destination Passion Points: Destination Passion Points: Destination Passion Points:
• S
oft adventure family activities, such as • Discovering the area’s most beautiful locations to • Visiting Dog Beach Park located on the south
fishing, kayaking, swimming, sunbathing, capture the best selfies end of Fort Myers Beach
collecting seashells and getting on the water
• Watching the sunset from the Fort Myers Beach • Dining at a selection of dog-friendly restaurants
• V
isiting attractions, such as Times Square, Pier, photographing wildlife at the Six Mile Cypress
• Enjoying outdoor activities, such as collecting
Edison and Ford Winter Estates, J.N. “Ding” Slough Preserve or Audubon Corkscrew Swamp
seashells, hiking and nature parks where pets
Darling National Wildlife Refuge and charter Sanctuary, early morning shell walks on the area’s
are allowed to accompany their owners
cruises best beaches, capturing the iconic Boca Grande and
Sanibel lighthouses, and much more
• E
xploring different parts of the county,
looking for family-friendly activities suitable
for older children Source: MMGY Global’s 2017–2018 Portrait of American Travelers®, travelers interested in visiting
Fort Myers/Sanibel Island in the next 12 months; MMGY Terminal Audience Modeling, 2019.
42 42MARKETING
FY 19-20 Recommendation Summary
SEASONALITY WINTER SPRING SUMMER FALL
Travel Period December 1 - March 15 - June 1 - September 1 -
2.5-3.5 months March 14 May 31 August 31 November 30
Average Search-To-Arrvial Window 64 Days 67 Days 69 Days 64 Days
Trip-Planning Window October 1 - January 1 - March 15 - July 1 -
2.5-3.5 months Decemeber 31 March 14 June 30 September 30
Media Flighting
September 1 - December 1 - February 15 - June 1 -
Trip-Planning Window less
March 14 May 31 August 31 November 30
30 days through travel period
Snap Happy
Snap Happy Fido in Tow Snap Happy Snap Happy
Together & Traveling Paddles for Play Fido in Tow Fido in Tow
Addressable Audiences Together & Traveling Paddles for Play Together & Traveling
Disney Survivors
Disney Survivors Together & Traveling Seafoodies
Seafoodies
43 43WE ARE Movers & Shakers
SALES
Overview Targets
Core to the VCB’s mission is the sales effort. The mission of the sales department is to • Provide resources to industry partners and travel influencers to help grow
promote The Beaches of Fort Myers & Sanibel to meeting professionals, the travel trade meetings business and domestic and international leisure travel to Lee County
and leisure visitors to positively influence visitor volume. Over all, the VCB sales team • Host 150 domestic and international travel professionals in the destination through
provides resources to industry partners and travel influencer’s to help grow conference, FAM and site tours
business and pleasure travel to Lee County. • Conduct a minimum of 30 domestic and international client events
• Increase meeting and conference room nights from leads generated by VCB by 5%
The VCB’s meetings market has remained steady with consistent success in booking
association meetings and conferences. The VCB’s group sales efforts performed well last • Grow meeting and conference room nights contracted by 3%
fiscal year, coming in 9% higher than the previous fiscal year. An analysis of last year’s • Increase destination wedding leads generated by VCB by 3%
bookings reveals that our group business is comprised of 26% Corporate, 55% Association,
and 19% SMERF (Social, Military, Education, Religious and Fraternal).
While the group market is performing well overall, we continue to face challenges with
our international leisure traveler. Our Sales efforts in the upcoming year will address these
challenges as outlined in the following plan.
With an influx of new hotels in the pipeline, the VCB sales team has its sights set on
growing room nights with a sharper focus on the most fruitful markets as well as a better
integration with Lee County’s economic development department to capitalize on local
resources, expertise and talent attraction.
45 45DOMESTIC TRAVELER
Trends
• Transformational Travel
Offers highly memorable, authentic experiences while connecting
people with a deeper meaning that leads to personal growth and/or
self-actualization
• Focus on Wellness
Travelers are seeking more personal enrichment including
wellness and wellbeing
• Personalization is Key
Put inclusivity to work to serve the practical needs of a diverse set
of consumers
• Sustainable Travel / The End of Excess
Travelers’ eyes are opening to all kinds of waste—wasted materials,
wasted space, wasted food, wasted time and more
• Resurgence of Travel Advisors
Personal networks, relationships, destination knowledge and
planning expertise matter
46 46DOMESTIC TRAVELER
Strategy: Cultivate Relationships Strategy: Be an Agent to Agents
Tactics Tactics
• Promote The Beaches of Fort Myers & Sanibel in a multitude of • Conduct travel agent training, both classroom (in-person) and
leisure consumer travel shows in key feeder cities web-based
• Promote The Beaches of Fort Myers & Sanibel as a key destination • Promote and provide travel agents with personalized service for
for nature activities such as ecotourism, kayaking, camping, destination information through the Travel Agent Help Desk
birding, fishing and water recreation at an array of outdoor sports
• Participate in live virtual travel agent expos
consumer shows
• Blitz Florida travel agencies and AAA offices on east coast, west
• Participate in multiple travel agent trade shows to build
coast and north/central regions
relationships with home-based agents in key markets and top
travel agent consortia companies • Conduct travel agency and AAA agency presentations in primary
and secondary feeder markets utilizing GIS mapping
• Establish new and strengthen existing relationships with key
travel agency and wholesale tour operator partners through sales • Host FAM trips and site visits for domestic travel trade
missions and targeted sales calls
• Unite efforts with economic development to identify key corporate
market segments and target travel agencies with a business travel
focus to grow corporate transient business
• Connect and work closely with local affinity organizations such as
multicultural and LGBTQ community groups to forge relationships
and create market influence
47 47INTERNATIONAL
Germany
TRENDS
• Online travel agencies are growing their share of overall bookings. The challenge lies in accessibility for certain age groups
(older age groups have difficulty using online platforms and feel more comfortable and safe with a one-on-one conversation in a
423,000
travel agency)
• Restructuring of traditional large volume tour operators due to the changing market demands and influence from online travel
agencies. Medium sized operators are adjusting better to the challenges because of more flexibility and faster adjustment to visitors to the state
changes in the travelers booking behavior
of Florida in 2018
• Social Media has heavily influenced the overall travel behavior of potential visitors. The number of people planning travel online
•
increase to 83% in 2017. 76% of travelers see less need for offline suppliers
Sustainable Tourism is becoming more and more a priority for younger generations
5.1 months
advance travel decision
STRATEGY
• Shift marketing and sales efforts to direct to consumers
Top Florida Travel Months
• Shift to direct sales approach with consumers rather than rely on traditional tour operators to educate travel agents
FEB, MAR, AUG, SEPT
Tactics
Use PR and social media to tell stories about more than just beach vacations; provide itineraries to key tour operators to
Median age of visitors is 39
•
suggest longer stays
40% travel alone
• Shift to direct sales approach with consumers rather than rely on traditional tour operators to educate travel agents
38% travel with their partner
• Identify brands across Germany for cross-branding partnerships
Source: Visit Florida 2019-2020 Plan
48 48INTERNATIONAL
United Kingdom & Ireland
TRENDS
• Overall visitation to the U.S. is expected to be down 0.5% for 2019
• UK visitors are looking for more than just beach and good climate, there is a demand for authentic experiences,
1,542,000
nature and wildlife
• Over a quarter of consumers booked using online travel agencies over the last 12 months. The role of the tour operator has
changed; consumers approach the tour operator for added value and already have a destination in mind
visitors to the state
• Social media is now influencing choice as much as traditional advertising of Florida in 2018
• Consumers are driving the demand; one of the strongest growing areas is the vacation home rental segment
STRATEGY 7.3 months
• Delivery digital promotions as a key driver and influence to UK and Irish consumers advance travel decision
Tactics
• Connect local inventory to the UK trade segment seeking vacation rentals Top Florida Travel Months
• Develop new product positions through vacation rentals to stay competitive against other Florida regions APR, MAY, AUG, SEPT, OCT
Tactics
• Work with vacation home platforms and specialized operators. Connect local inventory to the UK trade segment in
demand of vacation rentals
Median age of visitors is 46
• Define our messaging for this market, specifically targeting smaller, niche audiences
51% travel with their partner
Tactics
29% travel with children
• Focus on educating agents about unique selling points through trainings and online academy
• Work with niche operators like wildlife experts, birding operators
Source: Visit Florida 2019-2020 Plan
49 49INTERNATIONAL
Canada
TRENDS
• The exchange rate of the Canadian to US dollar continues to hover around $0.76. While the Canadian dollar appreciated the last
eight months, it is forecast to face much uncertainty and remain the same for the next several years
•
•
Direct air access to Florida from Canada is forecasted to increase 8.8 per cent from 2019-2020
Changing Canadian Population – By 2021, 27% of the population will be millennials and the baby boomers population will begin
3,512,000
to decline. As of right now, baby boomers continue to be the number one outbound traveler segment. The travel motivators for visitors to the state
millennials are more active, unique and instagrammable experiences of Florida in 2018
STRATEGY
• With the Canadian dollar expected to continue to see an average value in the mid-to-high seventy cent ($USD) range through
2023, our strategy will be to continue stressing the value for vacation dollar in The Beaches of Fort Myers & Sanibel
5.1 months
advance travel decision
Tactics
• Working with the tour operators and airlines to offer competitively priced tour packages and flights from Canada will be
paramount, as well as promoting the diverse and unique vacation experiences Top Florida Travel Months
• Identify added value activities and dining around the destination for key operators and airlines to offer as added value
such as attractions tickets or “Kids eat free” restaurant suggestions
JAN, FEB, MAR
• Promote the destination as a winter getaway but also focus on multi-generational travel and introduce a new message to the
younger audience
52% are Boomers
Tactics
75% travel without children
For the baby boomer, promote off winter travel and highlight the value for multi-generational visits
•
25% are Millennials
• Add activities and experience driven message through social media coops and niche market media outlets
Source: Visit Florida 2019-2020 Plan
50 50INTERNATIONAL
Scandinavia
TRENDS
• Inquiries and bookings to the U.S. are decreasing, especially from Sweden
• Unlike any other European market, the Scandinavian traveler uses the airline sites as a source of inspiration and travel
1,300,000
information
• The four markets within Scandinavia have grown further apart when it comes to trends and booking behavior. While the
Swedish Krona is at an unfavorable exchange rate, Norway and Denmark’s currencies are more favorable for U.S. travel visitors to the state
• Sustainability is a strong decision maker for travel abroad. When it comes to picking a destination over another, the number of Florida in 2018
one motivator is to “be-local” and partake in enriching activities benefiting the local community; 67 percent of all travelers are
interested in excursions that support the local community
• Changing behaviors and the strong sustainability movement have shifted tour operator advertising to online almost exclusively
STRATEGY 3.7 months
advance travel decision
• Shift marketing and sales efforts to be aligned with the key tour operators strategy and evolve our consumer message
• Due to decreased number of repeat visitors to the U.S., focus on first time visitors, predominately young families
• Cultivate partnerships with airlines and utilize their platforms for messaging to consumers Top Florida Travel Months
Tactics DEC/JAN, FEB, MAR/APR,
• Create and distribute new content related to ecotourism and the nature aspect of the destination
JUN–AUG, OCT
• Inspire consumer by stronger online and social media presence
• Provide sample itineraries that are market and target audience specific to medium-sized tour operators along with
suggestions on how to spend your day via social media
Source: Brand USA 2018
51 51GROUPS
Trends
• Meeting Demand Still Rising
But at a slower pace with shorter booking windows
• Experience
Continues to be at the heart of the meeting — authentic and genuine
life-changing experiences that truly resonate with attendees
• Sustainable Meetings
From an environmental, economic and social perspective
• Bleisure Boom / Family-Friendly Meetings
The destination is now a driving factor in conference attendance
and must haves are food/restaurants, beaches, warm weather, family
friendly, natural and historical sightseeing
• Safety, Crisis Management and Security (physical and cyber)
Is a top priority — groups are more attuned to these risks and are
making sure they have contingency plans in place
• Corporate Social Responsibility (CSR)
Demand from all market segments as it encourages networking and
awareness while helping a community and leaves a legacy in the
destination
52 52GROUPS
Strategy: Cultivate Relationships Strategy: Pursue High-Impact Business
Tactics Tactics
• Attend trade shows and other client-facing opportunities • Deploy efforts vertically targeting the following key industry segments
to generate new business, strengthen current client through meeting planner trade shows and client events as identified
relationships, network with and educate decision makers in collaboration with the Lee County Economic Development Office:
with a specific focus on vertical markets Life Sciences (Medical/Healthcare/Pharmaceuticals), Technology and
Financial
• Maintain a strong presence at all third-party planner events
and annual conferences • Focus on top potential production opportunities for
sponsorship investments
• Host destination previews for meeting planners and
decision-makers via FAM trips and site visits • Invest in destination partnerships and maximize membership programs
• Refine our meeting planner e-newsletter and promote • Promote the Island Incentive to secure new business
meeting campaign showcasing our communities, natural
• Utilize new search tool to carry out prospecting activities from more
setting inspiring innovation and productive meetings
sources and vertical markets
• Leverage resources and work cohesively with Lee County
• Enhance VCB conference services with a meeting planner toolkit on
Economic Development and Sports Development to utilize
website to assist planners in building event attendance
existing relationships to drive more conferences to the
destination • Enhance further growth of affinity groups such as the LGBTQ,
multicultural, faith-based and military markets
MASTER TRADE SHOW LIST
53 53SPORTS DEVELOPMENT
Overview Target
The Sports Development team markets and promotes Lee County and the Generate at least 150,000 hotel room nights
area’s sports venues to attract new and repeat sports events, tournaments through sports tourism event and business activities.
and championships and that will provide economic stimulus to the
community through the pursuit of youth and amateur athletic sports events.
Sports Development works in partnership with various government and TARGET AUDIENCES
community organizations to successfully host and service over 150 amateur
Aquatic Sports Events Rugby
athletic events annually in the destination.
Badminton Fencing Sailing
Baseball Figure Skating Soccer
Beach Sports Football Softball
BMX Game Fishing Swimming
Bowling Golf Table Tennis
Boxing Gymnastics Team Handball
Cheer Ice Hockey Trail Running
Curling Lacrosse Volleyball
Dancing Martial Arts Water Sports
Endurance Roller Hockey Wrestling
54 54SPORTS DEVELOPMENT
Trends Strategies
• Rise of e-Sports • Continue to diversify Lee County’s tourist economy through alignment
Multiplayer video game competitions that are spectator-friendly, typically with organizers who can bring sports events to the area.
played by professional gamers
• Strengthen local partnerships and interdepartmental relationships.
• Popularity of Non-traditional Sports • Increase the visibility and community awareness of Lee County Sports.
Sports such as pickleball, ultimate Frisbee, drone racing
and trail running
• Rapidly Changing Landscape of Sports Facility Development
Multi-field, multi-sport facilities are being planned, designed and constructed
throughout the United States, but especially in southern states (Texas, Georgia,
Alabama, Florida)
Tactics
• Increase room nights by soliciting new state, regional, national and
international sporting events, thus creating an increase in economic
impact from sports tourism
• Retain 90% of current sports business as repeat business
• Solicit international sports business; attract a minimum of 10
international teams to participate in Lee County sports tourism events
• Identify two new sports shows to attend, further diversifying our sports
client base and host at least one targeted sports business meeting/
convention annually
55 55WE ARE Making a Splash
PUBLIC RELATIONS
OVERVIEW
The communications team supports the marketing of The Beaches of Fort Myers &
Sanibel with proactive, results-oriented strategies that follow the best practices of tourism
communications. Working with journalists locally, nationally and internationally, in
addition to regional partners in Florida, the team provides messaging and compelling
reasons to visit and repeatedly visit the destination.
TARGETS
• The following targets are a joint effort between the VCB and its domestic
and international PR agencies:
• Reach 3.2 billion global media impressions
• Increase the amount of global group and individual FAM tours to 120 (+10%)
• Increase global Tier 1 editorial coverage by 10%
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